Take-aways from our ESOMAR Research Shark Tank
Last September at ESOMAR (the global market research association) Congress 2018 in Berlin, we (myself and Annelies Verhaeghe, Head of Research Innovation at InSites Consulting) organized a research shark tank. You may be familiar with the concept as it aired on TV across the globe (sometimes under the name ‘Dragon’s Den’), where people pitch their idea to investors (the sharks).
We used the format to fuel the discussion on four topics (using our EDGE framework – Earn, Digest, Glue, Envision), whereby the audience was asked to pitch ideas to a panel of client-side researchers (the sharks) that could then decide which idea would be worth investing in, to safeguard the future of research.
We bundled the key take-aways from this research shark tank in an ESOMAR Congress publication. Check it out online to discover the many interesting ideas we gathered on how to take marketing research forward in this fast-paced environment. One thing is clear: as an industry our key focus should lie in getting people closer to consumers. Consumer centricity is key, as in the end consumers are the driving forces and beating heart of any business (including the research industry).